Conversion by last interaction

The Conversion by last interaction report includes the number of orders that are attributed to last interactions, and the source of the interactions. The report also displays the average order value of the orders, which helps to indicate which referrals are the most effective.

Last Interaction Attribution is a marketing attribution model that attributes customer conversions to the channel or touchpoint of the last contact, emphasizing the impact of the final interaction in the customer journey on the purchase decision.

This attribution model helps to identify which channels play a crucial role in the final stage of the customer journey, thus assisting marketers in optimizing those touchpoints that are closest to conversion.

Data refresh frequency

Because of the way that this report is generated, it might not display all the conversions on your store from about the past 24 hours.

Report data fields

For standardized terminology used in this report, see Marketing Reports - Common Terms.

This report includes the following additional terms:

Term	Definition
Referral source	Identifies how customers reach the store (e.g., direct access, search engine, email, social media, etc.).
Referral name	Specifies the specific name of the referral source (e.g., Google, Facebook, etc.).
Average order value (last interaction)	Calculates the average value of orders after the last interaction, excluding gift cards but including taxes, shipping fees, and discounts.
Orders (last interaction)	The number of orders based on the last interaction, reflecting the conversion effect brought by a specific channel.
Order values (last interaction)	The total sales of orders brought by the last interaction, used to evaluate the sales contribution of a specific channel.